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7 Myths of Common Data Warehousing Practices: An Examination of Consumer, Business, and Societal Value

7 Myths of Common Data Warehousing Practices: An Examination of Consumer, Business, and Societal Value. Joseph A. Cazier Ryan C. LaBrie joseph.cazier@asu.edu ryan.labrie@asu.edu. Introduction. Motivating factors of this research

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7 Myths of Common Data Warehousing Practices: An Examination of Consumer, Business, and Societal Value

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  1. 7 Myths of Common Data Warehousing Practices:An Examination of Consumer, Business, and Societal Value Joseph A. Cazier Ryan C. LaBrie joseph.cazier@asu.edu ryan.labrie@asu.edu

  2. Introduction • Motivating factors of this research “Privacy issues have now replaced credit card security issues as the number one impediment to building an online business” - Judson and Kelly, 1999 “Innovations in web technologies, data warehousing and data mining enable Internet marketers to collect, process and analyze personal data gathered from web users browsing and online purchase habits on a much greater scale as it is now quicker and more economical to do so.” - Rose, 2001 • Three levels of analysis • Consumer, Business, and Society • Drawing upon Marketing, Economics, and KM literature • Presentation format • Authors will alternate presenting a full myth counter-myth argument • Time for feedback and Questions & Answers at the end ISOneWorld 2003

  3. Consumer Value Myths • Myth 1: The merging of current customer data with secondary sources ultimately increases value for the consumer. • Collection and merging of data with secondary sources help consumers find products and services they desire • Grocery coupons, special offers • Counter-Myth 1: The merging of current customer data with secondary sources ultimately hurts the consumer. • Loss of privacy, risk of inaccurate information • Qwest, medical insurance, employers ISOneWorld 2003

  4. Consumer Value Myths • Myth 2: Customer profiling, leading to more customized service, creates consumer value. • Amazon.com: Individualized front page, wish-lists, what's new for you, etc. • Counter-Myth 2: Customer profiling, leading to more customized service, reduces consumer value. • Lack of data provides poor profiling • Grandma's Harry Potter purchase • My wife using my account at EddieBauer.com ISOneWorld 2003

  5. Consumer Value Myth • Myth 3: Using persuasive marketing techniques increases consumer value. • Technologies designed to change human attitudes and behavior • www.dole5aday.com, quit smoking, pregnancy • Customers will be happier if they use this product • Counter-Myth 3: Using persuasive marketing techniques reduces consumer value. • Is it ethical? If it unethical to persuade without the use of technology, is unethical to persuade with the use of technology? • Gambling, alcohol, pornography, and debt ISOneWorld 2003

  6. Business Value Myths • Myth 4: Data warehousing improves organizational productivity. • Numerous Texts, Case Studies, etc. • Wal-Mart, Amazon.com, etc. • Counter-Myth 4: Data warehousing reduces organizational productivity. • 50-66% initial project failure rates • Wixom & Watson 2001, Boon 1997 • A re-examination by Bill Inmon • Closer to 10% failure ISOneWorld 2003

  7. Business Value Myths • Myth 5: Data warehousing can improve your organizational image. • Technology leader, improve corporate image • Wal-Mart increased prestige through skilled use of technology • Counter-Myth 5: Data warehousing hurts your organizational image. • Companies under fire for privacy concerns • Lotus Development • Amazon.com privacy change ISOneWorld 2003

  8. Societal Value Myths • Myth 6: Data warehousing reduces waste and helps the environment. • Focused mailings: a 20-40-fold decrease in junk mail • A magazine example • Counter-Myth 6: Data warehousing increases waste and harms the environment. • Technology leads to lower barriers of entry, allowing for more players, and an increase in junk mail ISOneWorld 2003

  9. Societal Value Myths • Myth 7: Governmental use of data warehousing technologies is good for society. • Fight against terrorist • Total Information Awareness Project • Counter-Myth 7: Governmental use of data warehousing technologies is not good for society. • Loss of privacy, profiling and targeting subclass of the population • What would Hitler or Hussein do with a modern data warehouse of opposing groups? ISOneWorld 2003

  10. Conclusions • Currently we're soliciting feedback • Are their other myths we haven't explored? • Next steps • Strengthening the theoretical foundations • Developing research agendas for data collection with a goal of a more empirical pieces • Your turn • Comments, Criticisms, Questions? • Further interaction with us email joseph.cazier@asu.edu ryan.labrie@asu.edu ISOneWorld 2003

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